Marketing Kit

Marketing Overview

Marketing is used to inform and engage a specific population to act. The practice of marketing is not restricted to the ads you see on television or the billboards you see on the highway. According to the American Marketing Association, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” As an administrator, your customers are students, faculty, and staff, and other administrators on campus who will be benefiting from OrgSync.

Before you move forward, let’s discuss the differences between a marketing strategy and tactics. A marketing strategy is the planning, research, and preliminary analysis you will do. Your marketing strategy is a method of focusing your energies and resources on a specific course of action. Your marketing tactics are how you will execute that strategy. This includes your flyers, emails, contests, content, and more. We will explore both of these concepts in this marketing kit, and we have included a variety of resources and templates for you to use and customize as you launch. This will help as you determine your strategy, messaging, and individual tactics for launching OrgSync on campus.

Reviewing the five P’s of marketing will help you start thinking like a marketer. As you read each one, think about how you’d answer each question.

People

Questions:

Answers:

Without understanding your audience it is difficult to effectively market to them. Before you go any further, think about who this might be:

Campus Administrators

Student leaders

Involved students

Faculty and staff

The general student body

Your overall campus community

Your audience could be a mix of all of them. Keep in mind though, every group is unique in their needs and you should try to survey your audience to find their unique pain points. You can do this easily through social media polls, informal discussions, or quick surveys in OrgSync.

Product

Questions:

What is OrgSync?

What is this service that we are offering students, faculty, and staff?

How does it benefit them? (This is an important question, as it will be your value proposition.)

Answers:

The answers to some of these other questions will depend on your campus and who you are targeting. Later in the marketing kit we will discuss each of these elements.

Price

Questions:

What does it cost to use OrgSync?

What does it cost to expand OrgSync to other departments?

Will we be sharing the cost?

What is my marketing budget?

Answers:

The answer to pricing questions will depend on you and your campus.

Promotion

Questions:

Am I distributing the right marketing mix to drive interest and demand in OrgSync?

What calls to action will drive student involvement in OrgSync?

Answers:

Your marketing mix can include multiple types media. It is up to you to decide what resonates most with your campus community. Some ideas include:

Email campaigns

Campus website

Banners

Posters

Flyers & handouts

Announcements

Promotional items

Campus newspaper ads

Press releases

Presentations

Keep in mind, your content should match the medium you choose and should include compelling call to actions. Keep your message short and concise, but be sure to highlight your key value proposition, or platform benefits to that audience.